Uniting People With the Power of Sports
The equality campaign centers on using Nike’s voice and the power of sport. They hope that it would help to inspire people to take action in their communities. Besides, this campaign kick-starts with Nike leading by example with its recently announced partnerships with world-class organizations dedicated to advancing this work.
A new film, simply titled “Equality,” anchors these values in the power of sport. Melina Matsoukas directs the film. Equality’s film features public figures including LeBron James, Serena Williams, Kevin Durant, Megan Rapinoe, Dalilah Muhammad, Gabby Douglas, and Victor Cruz. It amplifies their voices in an effort to uplift, open eyes and bring the positive values that sport can represent into wider focus. “Equality” also features actor Michael B. Jordan, who voices the film. Besides, there is a new performance by Alicia Keys, singing Sam Cooke’s “A Change Is Gonna Come.”
What to Expect in the Campaign?
The EQUALITY initiative will be live at nike.com/equality, in social media. They will also be spreading it on billboards and posters in cities around the U.S. and Canada, with imagery that features portraits of athletes and cultural icons. In addition, Nike will enable people to create their own EQUALITY avatar or social media filters to express their support.
Lastly, EQUALITY T-shirts, and shoes from Nike’s annual Black History Month collection will be available for purchase via nike.com. The merchandises are also available at selected retail outlets. Historically, these merchandises have supported organizations serving youth and their communities. The 2017 Black History Month collection will be worn by many Nike-sponsored players throughout NBA All-Star weekend in New Orleans in February. The EQUALITY tee is a symbol of Nike’s unwavering commitment to diversity and inclusion.
Nike believes in respect and equality. These are the values that are worth standing up for and supporting. EQUALITY follows Nike’s recent announcement of its partnerships with MENTOR and PeacePlayers International, to drive change within communities. Building on these partnerships, Nike will donate $5 million in 2017 to numerous organizations that advance equality in communities across the U.S., including MENTOR and PeacePlayers.
Nike will continue to encourage people to work for equality by becoming a mentor in their local communities through MENTOR. Mentor is the leading national organization in ensuring quality youth mentoring relationships and connecting volunteers to opportunities in their communities. You can learn more about it or you can donate at: mentoring.org.
People can also show support by donating to PeacePlayers International. Join forces with this global organization that focuses on bridging divides in communities by developing youth leaders, building relationships and changing perceptions through the power of sport.